H&M unveils collection with British actor John Boyega
Celebrity collaborations are an important part of fashion retail and this one should continue to boost H&M’s ‘Edition by' association with contemporary stars.
This time it’s 'Edition by John Boyega' and will launch for autumn (28 October) online and in-store. It will see “one of the world’s most inspiring actors and changemakers” introducing an “uncompromising” sustainable menswear collection.
And sustainability is at the centre of the launch. The collection features key season looks constructed from recycled, organic and innovative materials, such as Vegea — a vegan alternative to leather, partly made from waste from the winemaking industry.
British actor Boyega said the collection “aligns my passions with purpose… sustainability to me means thinking about longevity for the benefit of those coming after us. This collaboration has already birthed opportunities for fresh dynamic creatives. Two birds with one stone”.
The collection that “fuses effortless workwear pieces with floral prints and tie-dye patterns” features cotton that’s either organic or recycled from textile-production waste or post-consumer waste; nylons and polyesters that are recycled, while viscose fibres also come from sustainable sources.
The season’s key pieces include a chore jacket (a Europe online exclusive) with a patchwork denim design constructed from collected denim garments, remade into a contemporary style; a checked coat, partly made from premium Italian recycled wool; an organic cotton striped shirt; a zip-off jacket-to-vest puffer jacket (online exclusive worldwide), crafted from Vegea.
T-shirts are emblazoned with the message: “A better present leads to a better future”, alongside a graphic of “planet Earth in action”. The collection is completed by a tote bag with these graphics, plus a floral cap and pink tie-dye canvas trainers.
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